Proyog launches world's first true yoga wear 'Proyog'

Challenging the global leaders in the multi-billion dollar yoga wear market, India-based IKA Yoga Wear has launched Proyog, on the first International Day of Yoga, Proyog is the world's first true yoga wear. It has taken designs from ancient India and recreated them using cutting-edge technology, to make them relevant to the present-day practice of yoga. Proyog is the world's first yoga wear line for women that stays true to yoga - where synthetics never touch the skin and garments never compress the body. Aimed at serious yoga practitioners, Proyog is designed to enhance their practice. Made from naturally breathable materials, Proyog's trademarked HyperBreath fabrics are non-restrictive and styled so that one is barely aware of their presence, unlike the synthetic garments from global brands which are inherently unsuitable for yoga. Proyog will be available in India from June 21 on www.proyog.com.

Malika Baruah, co-founder and product head said, "Today, more than 90% of the market consists of polyester and nylon products that are essentially plastic or PET fabrics which are not at all conducive to the practice of yoga."

India's Gift to the World

Proyog spent two years in extensive research before developing the fabrics and styles of garments, closely consulting with yoga teachers and textile engineers. They also spoke with practitioners from 11 nationalities. Their findings showed that most practitioners are not even aware that they are practicing yoga in nylon and polyester clothing. No one had bothered to educate them about the contradiction between yoga and 'plastic', all these years.

"Indian yogis traditionally wore natural, unstitched clothes which were neither too tight, nor too loose," said Iyengar. "We've tried to come as close to those fabrics and designs as possible. It is no coincidence that the world's first specialized yoga wear brand is Indian. If yoga comes from India, surely the onus of true yoga wear cannot be on the world." Proyog is launching 12 styles this season, four of which will be entirely new to the western yoga world. These include the Padma shorts (designed specifically for Iyengar Yoga practitioners), Dhoti pants, Dhoti shorts and the Katori tank. All have been inspired by centuries-old yoga attire. Proyog's colour palette is rich, earthy and calming, rather than fluorescent and psychedelic.

"Proyog will help you focus on your yoga practice, instead of being distracted or irritated by the clothing", added co-founder and design head Priyanktha Iyengar.

The World's First True Yoga Wear

Inspired by 3,000-year-old styles, Proyog has created yoga wear that is relevant to present-day yoga practice. Each garment is designed in a manner that the practitioner is hardly conscious of its presence. It is the only company in the world to use core-spun technology in yoga wear, where the Lycra yarn is wrapped with organic cotton before knitting, ensuring that it never comes even close to the skin. It also does not compress any part of the body or harbor odour causing bacteria like synthetic garments do, while offering greater stretch and recovery than the commonly used cotton-elastane. Proyog also uses an organic-cotton and modal blend, sticking only to Lenzing Modal®. Modal is one of the most naturally breathable materials and LenzingModal® is synonymous with softness,staying soft even after repeated washes.

Goal: A Serious Player in the Multi-Billion Dollar Yoga Wear Market

"Over 200 million people around the world practice yoga. The estimated market for yoga apparel in the US alone is well over $13 billion annually. Unfortunately, the market is dominated by players who are simply passing off synthetic fitness-wear as yoga wear. There's a lot of harm being done to yoga. We are looking at becoming a serious player, if only to liberate the yoga world from its cling-wrapping and help it breathe again," explains Sanjay Nayak, co-founder and CEO of Proyog.

"We are the only company in the world which is true to yoga. We are as committed to yoga as Speedo is to swimming, or Everlast is to boxing. None of the popular yoga wear brands have even bothered to understand the requirements for yoga. If they had even a modicum of respect for yoga, they wouldn't be churning out 'plastic yoga pants' day-in and day-out." said Dave Banerjee, co-founder and marketing head.

Proyog had raised an early round of funding from Naresh Malhotra, ex-Sequoia Capital and KPMG, and Ajay Malhotra of VAMM Capital. The company plans to raise Series A funding soon. Proyog will be available in India from June 21 on www.proyog.com and jabong.com with an MRP ranging from Rs.1899-Rs.3099 for tops and Rs.1899-Rs.3899 for bottoms, this season. The products will soon be available at leading retailers such as Shopper's Stop and Myntra.

Source : Equity Bulls

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